Ben Tricklebank, déjà à l’origine de la superbe vidéo Light Echoes, a réalisé un spot d’une grande qualité pour la marque Mini. Intitulée « Mini Cooper – Black Light », cette vidéo nous invite à découvrir en slow motion un modèle de la marque traverser et briser dans le noir une installation fluorescente, transformant ainsi la voiture.
I'm positively floored by the fun series of Web videos by Butler, Shine, Stern & Partners and Tool of North America introducing the BMW Mini Cooper Hardtop.
Client and agency asked real Mini owners to think up creative "test drives" to showcase the vehicles. After receiving 800 submissions, they produced 10 videos. The work strikes a happy balance between user-generated content and traditional advertising, with the owners' ideas sparking consistently entertaining, engaging and, in some cases, surprising results.
Running between one and two minutes each, and starring the owners who proposed the concepts, some of the vignettes are simple, others quite involved.
But there's isn't a lemon in the lot.
Highlights include "Getting Medieval," which shows heavily armed and armored knights jousting in their Minis; "Midnight Black Light," with LED headlamps replaced by black lights that cut through a dazzling landscape of fluorescent paint; and my favorite, "Sex Appeal," a tongue-in-cheek, Burt Reynolds/Cosmo-style photo shoot with scented candles, a spray-on tan, bulging obliques—and probably a car in there somewhere, too.
"I was very happy to play the fool—it was supposed to be a spoof and purposely goofy—and the crew were impressed with my willingness to look like an ass," Thomas Lhamon, a chemistry teacher and the star of "Sex Appeal," tells AdFreak of his racy test drive. He wanted to see how many Facebook likes he could generate by posing with the Hardtop, and his video highlights the car's connected apps.
In fact, all mentions of specific brand attributes feel unforced and logical. For example, "Parallel Universe" has Minis squeezing between elephants, shopping carts and even planets to showcase parking-assistance technology, while "Foot-to-Pedal Style," all about shopping for cute shoes, touts cargo space.
Though each is amusing in its own right, the 10 videos, posted below, work especially well when viewed as a series. There's also a whole microsite here. All told, these owners did a fantastic job of generating ideas. Maybe they should shift into advertising. Actually, with this campaign, I guess they have.
Zach Gold est un photographe qui a travaillé pour des marques comme Nike, Mini Cooper, ou encore MTV. Avec des clichés surréalistes, ce dernier réussit avec talent à donner une ambiance particulière à ses images où les formes et les couleurs se mélangent aux corps. Des séries à découvrir dans la suite.
Click Images To Enlarge
Advertising Agency: Liquid Campaign, Dubai
Creative Director / Art Director / Copywriter: Philipp Cerny
Senior Art Director: Mohammed Jawhar
Illustrator/Retoucher: Christo Penev, Rotfilter
Account Management: Kerstin Hagg, Michael Keller
Via [AdsOfTheWorld]
A couple years ago Mini Cooper rolled out a test campaign in four or five major markets to inspire brand loyalty among Mini owners and infuse a sense of community. Don’t remember it? Not a big deal, I didn’t either. It wasn’t an earth-shattering idea. Basically, Mini Cooper owners were given special key fobs equipped with RFID (Radio Frequency Identification) transmitters that would activate messages on digital billboards when Mini drivers were 500 feet away. The “community” part was addressed via the use of personalized messages, like, “Hey Bobby, Happy Birthday! Lookin’ Good.” It was slightly innovative and engaging, but expensive (considering that the target already owned a Mini Cooper) and so 2007.
Using a similar approach, Yahoo Corp., Japan isn’t looking to inspire brand loyalty, but is working to raise out-of-home targeting capabilities. Camera-equipped billboards, armed with facial recognition software, will determine the age and sex of a passerby. The billboard will then deliver a message geared to the person’s perceived demographic.
Yahoo! Japan will begin the campaign with 500 billboards in train stations and shopping malls in Southern Japan, displaying content like news, weather, and ads. Yahoo will then expand the service to Tokyo and Osaka, doubling the number of the billboards.
The technology has already been used in the US, but fell under intense scrutiny due to perceived privacy infringements. It’s hopeful that Japan will utilize the information gained to deliver impactful, truthful, and relevant messages, like; “Whoa! Are Your Kids Getting Enough To Eat? Think Weight Watchers.” or “Ma’am? From Here It Looks Like You Need a New Bra Fitting. Suzie’s Lingerie Can Help.” Truth in advertising does have its upside…
Jeff Louis is an experienced Senior Media Planner, Project Manager, and New Business Coordinator. His passion is writing, contributing to BMA as well as freelancing. He’d love to hear from you: www.linkedin/in/jefflouis or www.twitter.com@jlo0312.
This is site is run by Sascha Endlicher, M.A., during ungodly late night hours. Wanna know more about him? Connect via Social Media by jumping to about.me/sascha.endlicher.
